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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Development
- Defining academic, institutional, and brand positioning
- Leveraging AI to draft persona-centric content for web, email, and social media
- Maintaining brand voice consistency and quality control using AI editing tools
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven social listening tools
- Proactive PR strategies: Utilizing AI for media outreach and press release drafting
- Crisis management planning and response protocols supported by AI alert systems
Digital Marketing Optimization and Analytics
- Applying ML-based clustering for audience segmentation and targeting
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended learning models, and AI-enabled services
- Establishing frameworks for rapid prototyping and pilot evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services
- Communicating program value through AI-generated evidence and outcome metrics
- Developing partnership models with industry leaders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal consensus and support for AI initiatives
- Addressing training, governance, and ethical considerations in AI use
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Implementing school engagement strategies and relationship mapping using AI insights
- Measuring event impact and follow-up conversion rates through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design session: Defining objectives, tools, KPIs, and implementation plan
- Presenting the strategic plan and receiving peer feedback
- Outlining an implementation roadmap with immediate quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Practical experience with digital channels is beneficial
- Willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers within the higher education sector
- Leads in institutional communications and public relations
- Program directors and members of innovation teams
Testimonials (2)
I had never really used ChatGBT before. I will try to start using it more for projects or for the gathering of information
Hans Heydorn - Shining3D Technology GmbH
Course - ChatGPT for Productivity in Marketing Teams
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
